Social can be one of the most challenging platforms for brands to measure return on investment. Companies that grew up on traditional advertising and metrics often have trouble making sense of the value of the online ecosystem.
You can't fake it online, says Sid Shuman, who runs social media for Sony Playstation. "They can smell that a mile away."
Shuman suggests crowdsourcing content for in-house interview and articles. Because they live and breathe the brand, fans "come up with better questions that we could any day," he says.
3. Keep Content Premium
Hitting "publish" is social suicide if the material isn't quality. Take advantage of Wordpress,Tumblr and social media to craft strong messages.
Know the rules and follow them: Every network requires a specific approach and language (tweets are written differently thanFacebook posts).
Stick to a calendar for posting, and focus on making followers feel part of the brand's family. Using platforms solely as selling tools quickly alienates customers. Hire professionals—and fight the urge to turn sites into content farms or automate feeds.
Peter Yared, CBS Interactive's CTO/CIO suggests using your sites to curate and amplify positive content about your company. "Find the interesting content that’s being posted and use it to bring value to your audience."
Nothing risked is nothing gained, especially when it comes to social. Fail and see what works. Test tone, style and new monetizing tools, such as native advertising, which serves sponsored content, tweets and Facebook stories. eMarketer reports 73% of U.S publishers now offer some form of native advertising. But be careful: This hot topic still often fails to hook users, as do most click-bait attempts.